Why you should use infographics in your proposals

Over the years, I’ve seen brilliant proposals sink under the weight of dense, hard-to-read paragraphs and others shine because of a strategically well-placed infographic. In this fifth instalment of Leading from the Proposal Trenches, we’re talking about the underestimated power of visuals. We strongly believe infographics can, and should, be wielded as strategic storytelling tools.

This one’s for writers, proposal managers, and executives alike because if you’re involved in shaping proposals, you should be thinking about how to show as well as tell.

Before we dive in, let me share an example of where the use of an infographic tipped the balance in our client’s favor resulting in a win.

A single-page Concept of Operations (CONOPS) infographic translated a complex aviation sustainment solution into a clear, mission-focused workflow. This helped evaluators quickly understand operational impact, reduce perceived risk, and differentiate our client as the integrator of record. During proposal reviews and orals, the CONOPS infographic became the primary reference point:

• Evaluators used it to frame questions, pointing to specific steps in the workflow.
• The government team reused the graphic internally to brief leadership.
• The solution was consistently described as “clear,” “low-risk,” and “easy to operationalize.”

The visual clarified not only the workflow, but our client’s role as the integrator and operator of the end-to-end process, not just a provider of tools.

Why infographics work in proposals

Infographics aren’t just for marketing decks or annual reports; they can also be highly effective in a proposal. Rather than trying to explain through the use of words, a visual representation through the use of an infographic can:

• Summarize multi-step processes
• Highlight competitive differentiators
• Translate strategy into action
• Reinforce benefits visually
• Break up wall-of-text fatigue for evaluators

Not only that, but research has shown that infographics improve engagement, retention, and the ability to pick up information faster:

Infographics as storytelling tools

A picture really can paint a thousand words and bring to life information that would be boring to read if written in long form. Such as this graphic of a Eurofighter Typhoon – it’s far easier to visualize and understand its features in a graphic than as a set of spec tables:

Infographics work best when they do the heavy lifting instead of screens of narrative. Think of them as visual chapters in your proposal story. Done right, they:

• Guide evaluators through your logic
• Make abstract ideas concrete
• Bring to life features and benefits
• Help highlight key differentiators without requiring readers to dig

When to use infographics
(and when not to)

So when should an infographic be considered? Here are five great triggers:

• You’re explaining a multi-step process (e.g., a transition plan)
• You need to highlight measurable performance data
• You’re comparing options, risks, or solutions
• You have a timeline or phased rollout
• You need to present a decision framework or concept model

Use these to help your proposal team spot opportunities early. If the solutioning phase identifies a process, timeline, or comparative strength, that’s your cue to consider the use of an infographic to aid visual clarity.

But not every visual adds value. Skip the infographic if:

• You’re forcing visuals where clear text would work better
• The data is highly technical and better suited to tables/annexes
• You’re constrained by a format that limits readability or visual resolution

The golden rule is that visuals must earn their place. If an evaluator can’t learn something new from the graphic, it probably doesn’t belong.

Three principles for designing proposal-worthy infographics

1. Clarity

Keep the structure simple and prioritize what matters most. Think of it as making the evaluator’s job easier.

2. Relevance

Tie visuals directly to evaluation criteria, score, or stated customer needs. If it doesn’t support these, reconsider its inclusion.

3. Hierarchy

Use a visual hierarchy to guide the reader. What are the key messages that need to be highlighted? You want to guide the viewer through the content in order of importance, making complex information easier to understand and preventing information overload.

Key things to consider include:

Size and Scale: This is one of the most effective ways to show importance. Larger elements (headlines, key statistics, main graphics) naturally draw the eye first, while smaller text or visuals convey secondary information.

Color and Contrast: Highly contrasting colors can make key elements stand out from the rest of the design. Use a limited color palette and use the boldest color for the most critical information to help direct attention effectively.

Consistency: Using the same design elements across your infographics builds familiarity and reinforces your message. It also reduces cognitive load for reviewers and enables them to understand information faster (useful when they have multiple submissions to review – they will thank you for it).

In another DoD proposal, Salentis used a process diagram with a clear visual hierarchy to demonstrate deep understanding of transition and execution risk. The diagram deliberately emphasized early-phase activities (data validation, configuration baselining, and parallel operations), using scale, sequencing, and color to draw the reader’s eye to risk-reduction steps that often get buried in text. By visually prioritizing these controls ahead of steady-state operations, the graphic made it immediately clear that our client understood where programs fail and how to prevent disruption, increasing evaluator confidence in a smooth and low-risk transition.

Identifying infographic opportunities during the development phase

Proposal visuals shouldn’t be afterthoughts. You don’t write a proposal and then go looking for a place to add a graphic. You build it in from the start.
Here’s how:

• Ask early: Could this concept be shown visually?
• When you’re creating your storyboard, flag sections where visuals could be used to better effect than words alone. Or if you’re really daring, think about how you would tell the story with visuals only! Then choose the best of those graphics ideas and fill the rest of your allocated space with clear narrative.
• Assign visuals in your writing plan, not just text – this is particularly important when you have page constraints

You’ll also need writers and designers working closely together. The best infographics start with a clear brief to the designer, then evolve collaboratively.

Summary

We say it all the time: an infographic has to earn its place. It’s not about making the page look fancy. It’s about making the evaluator’s job easier – helping them see, believe, and score your proposal more confidently.

If your infographic supports storytelling, shows value, and strengthens a score-able answer, it deserves the space.

If not, leave it out.

If you’d like help identifying visual storytelling opportunities in your next bid, or a confidence check on whether your graphics are pulling their weight, let us know. We’d love to help you turn ideas into visuals that win.

Previous posts in the series

The Benefits of Active Listening During the Capture Phase
The COO in the Color Team: Why Execs Should Stay in the Proposal Trenches
Why Compliance Alone Won’t Win Your Bid

Article published: January 2026

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